Rural shop reaches high level of achievement with lean processes, modern equipment

Luehr describes Rodney as “a small-town boy doing the right things, using modern equipment and lean processes in a rural Tennessee town where the competition is years behind the times,” adding that “all things are possible with the right attitude and a good coach.”

“We work every day to continue our knowledge and improve our lean process of repairs,” Rodney reports. “We provide a superior product by utilizing the most current technology available.”

The shop “measures our success based on our customers’ satisfaction. Since we opened our doors in 2000, we have been committed to delivering excellent service and ensuring our customers drive away satisfied. Our greatest reward is a customer who is proud to recommend our services to his or her family and friends,” he says.

Based on the large amount of glowing reviews, the clientele appears to agree. “I have been bringing my vehicles to Rodney’s Body Shop for several years,” says customer Derrick Watson, referring to the shop as “my ‘go-to’ place for anything dealing with my vehicles.”

“Whether it’s body work or a mechanical issue, Rodney is the guy I call. His staff is always available to answer any questions or concerns that I have,” Watson enthuses. “They work directly with my insurance to make sure the job is done right and in a timely manner.”

Located in Tullahoma, Tenn., the town has a population of 18,900 residents, yet the shop also draws satisfied patrons from surrounding communities such as Winchester, Shelbyville, Manchester, Estill Springs, Decherd, Hillsboro and Lynchburg. (Lynchburg is renowned for distilling Jack Daniels whiskey; Tullahoma is home to the George Dickel whiskey brand.)

Rodney competes with three other independent shops in Tullahoma that are second- or third-generation family businesses along with two dealership collision centers – all of them have been around for at least 30 years. Two previously existing shops have ceased operations in the 16 years since Rodney’s made its debut.

“Whereas some dealerships might have an auto body repair facility, they mainly specialize in car sales. We, on the other hand, specialize in auto body and collision work. We constantly keep our technicians trained on every aspect of body work so you can be certain your vehicle is in the hands of professionals,” he says. “We don’t use low-quality parts, but only parts that pass all factory standards.” The shop is certified to work on numerous domestic and import auto nameplates, plus trucks and motorcycles.

Rodney’s spectrum of additional offerings includes paintless dent removal, hail and storm damage remediation, exhaust systems, window mechanisms and glass replacement, door hinge repairs, elimination of water leaks, pin striping, waxing and buffing and overall refinishing among other services.

Bearing the motto of “We make friends by accidents,” Rodney explains, “we want our customers to feel at home when they come in the office. We are always willing to help make the repair process go as smooth as possible. We care for a customer’s vehicle as if it was our own.” He adds that “the honesty and character of me, my name and my shop are very important to me and something that my dad taught me by example.”

His father, Bobby Hall, was a well-known brick mason and home builder in the Tullahoma area and his mother, Sarah Hall, was a successful real estate agent, “so I grew up in construction, but my parents knew I wanted to work on cars,” Rodney recounts.

“My dad knew a guy in town who was a second-generation shop owner, so in 1987 my dad got me a job with him. After 13 years of working in shops for other people, my parents persuaded me to open my own shop. I rented a building that had a paint booth already in place, and I went to work. Everything I’ve bought I’ve paid for on my own, and we’ve grown quite a bit.”

For the first few months of operation in 2000 everything was going according to plan until tragedy struck when his father suffered a fatal heart attack; his mother went into cardiac arrest that same night but thankfully survived.

“After being away from the shop for two weeks, I gathered my senses back up and pushed to go back to work,” Rodney recalls. “My parents were my mentors in life but they didn’t know anything about the body shop business, so I learned from the school of hard knocks, as they say, for 10 years.” After a decade of toiling on the shop floor, he attended an industry seminar that forever changed his approach to the business. “I had been to a few classes, but nothing like this one that made me look at the big picture.”

That big picture view resulted in Rodney inaugurating an advertising campaign – he had never placed any ads in the past – that included newspapers, radio and television, along with joining the local Chamber of Commerce “to help get my name out.” Other changes included an impressive website, and office manager Jackie Lendley was brought on board to additionally augment a creatively strong marketing and social media presence. The consultancy services of David Luehr were engaged, and technician Armando Suarez — who had experience in high-production shops — was hired to further implement Rodney’s quest for increased efficiencies and excellence.

Sandra Franklin achieves accolades at the front desk for her ability to comfortably greet the customers. Rodney’s son, 27-year-old Dustin Hall, is the shop manager and parts coordinator; Josh Small does teardowns; Ryan Partin handles cleanup tasks; and Justin Short, a 13-year veteran of the shop, is the painter.

Thus the shop that was grossing $300,000 in 2010 grew to hit the million-dollar mark by 2016.

“We strive to be the best as a team,” Rodney says, “and in the past two years things have really come together. I’m excited to see where we go in 2017.”

Crucial upgrades

Utilizing Luehr’s advice has been especially effective, and Rodney encourages his industry colleagues to consider remaining a consultant if you are committed to improving your business.

“I’ve learned so much from my consultant; David has helped me quite a bit – everything about the business,” he says. Crucial upgrades include enhanced marketing and production strategies such as leveraging the CCC system, managing financial figures, improving cycle times and dealing with employees.

Implementing the asTech remote diagnostic tool that provides OEM scans to identify any repair issue within a vehicle and ensure that the trouble codes are reset has proven to be a key asset.

“It’s been a good investment for me to know everything is repaired properly. We usually do a pre-scan and then a post-scan after repairs are completed. It’s done online, and they are very helpful. It has saved me lots of trips to the dealerships by being able to do it in-house,” says Rodney.

“We tell people it’s going to be performed to help let them know the repairs are accurate if it’s a 2010 or later model. We have worked with several insurance companies about performing scans. David keeps telling me to remember that we are a pioneer with the scanning process, and we have to educate people — customers and vendors — and insurance people on the process.”

Relations with suppliers are long term and cordial, including pleasant and productive lunch outings. “I’ve dealt with most of my parts guys for at least 10 years. We do most parts ordering electronically, but we still pick up the phone to call and say hi.”

In addition, “We enjoy engaging with the insurance companies in our communities at business functions and events,” Rodney reports. “We visit with them on a quarterly basis just to talk with them about trends and our work. We make sure they are answered promptly and professionally when they call asking questions about claims.”

Lendley, the office manager, and Franklin, the receptionist, are each active in local Chambers of Commerce and other civic organizations – including senior leadership roles. “Between the both of them marketing within the two cities that the body shop serves (Tullahoma and Manchester), I believe this has increased our traffic in the shop in the last two years,” he observes. “We have also sponsored several local charitable events and programs in our area, which has established our name within the communities as well.”